Your brand is built on the relationships you have with the people you serve. How do people view your organization?

Brand Innovation Process

01 PEOPLE CENTERED

Brand innovation starts by understanding your organization’s relationship with the people you serve. Through research, stakeholder interviews and survey tools, we identify key segments and clarify what the past, present and future potential relationship looks like between your organization and these audiences. This creates the People Profile, a strategic document that sets the stage to build purposeful brand alignment across your organization.

02 Purpose driven

Meaningful brand experiences are built on a clear sense of purpose that communicates the impact you hope to have on lives, communities and the world. We work with key stakeholders to capture the root foundations of purpose through surveys, interviews and workshop sessions. Then we align this purpose with your vision, mission, values and other organizing language to deliver the Purpose Platform, a document that inspires change.

03 Positioning AligneD

We go beyond positioning for competitive differentiation, aligning your position with purpose to unlock the benefit of impact you hope to have in people’s lives. Through a collaborative process, we develop positioning statements for each segment and tie these into an umbrella position for your brand. The resulting Positioning Platform drives consistent, purpose-aligned engagement across all audiences, from customers to employees, investors and more.

04 BranD Foundation

Based on the Purpose and Positioning Platforms, we align and design key brand building blocks. Architecture to clarify relationships between brand elements. Brand identity and visual design. Core messaging. Guidelines and standards. The outcome is the Brand Foundation Playbook, which drives consistent use and expression. To facilitate accessibility and version control, we put all content into an online brand management system.

05 Strategic alignment

With the Brand Foundation Playbook as a guide, we audit key brand communications and identify gaps in how your organization is currently communicating versus how it should with the refined direction. From this, priorities and plans are put in place, assessing resources and outlining a collaborative approach to make necessary changes. Will & Grail provides full project management, creative and production support to compliment your team.

06 Targeted engagement

Targeted engagement starts with a deeper look at the people you serve and how they interact with your brand. We work with you to research and develop personas and journey maps for key segments. Then we apply the foundation of purpose and positioning to make sure you’re delivering a consistent and compelling brand story at each stage of the journey. The result is a Targeted Engagement Strategy that drives experience development.

07 Integrated experience

Effective brand experience makes powerful connections that shape the perception of key audiences. We apply the principles of design thinking to define, research, ideate, prototype and implement measurable campaigns and programs that integrate channels, concepts and calls to action. The Brand Foundation Platform and Targeted Engagement Strategy guide experience development that it targeted and aligned with purpose and positioning.

08 Iterative advancement

Innovative brands evolve, connecting and communicating to shape perception over time. We subscribe to an iterative model of quarterly cycles for planning, implementing and measuring actions that build brand experience. We also believe in collaboration, partnering with clients to best use the expertise and resources available. And we measure the impact of brand building efforts with our proprietary research benchmark, Brand Believability®.

01 PEOPLE CENTERED

Brand innovation starts by understanding your organization’s relationship with the people you serve. Through research, stakeholder interviews and survey tools, we identify key segments and clarify what the past, present and future potential relationship looks like between your organization and these audiences. This creates the People Profile, a strategic document that sets the stage to build purposeful brand alignment across your organization.

02 Purpose driven

Meaningful brand experiences are built on a clear sense of purpose that communicates the impact you hope to have on lives, communities and the world. We work with key stakeholders to capture the root foundations of purpose through surveys, interviews and workshop sessions. Then we align this purpose with your vision, mission, values and other organizing language to deliver the Purpose Platform, a document that inspires change.

03 Positioning AligneD

We go beyond positioning for competitive differentiation, aligning your position with purpose to unlock the benefit of impact you hope to have in people’s lives. Through a collaborative process, we develop positioning statements for each segment and tie these into an umbrella position for your brand. The resulting Positioning Platform drives consistent, purpose-aligned engagement across all audiences, from customers to employees, investors and more.

04 BranD Foundation

Based on the Purpose and Positioning Platforms, we align and design key brand building blocks. Architecture to clarify relationships between brand elements. Brand identity and visual design. Core messaging. Guidelines and standards. The outcome is the Brand Foundation Playbook, which drives consistent use and expression. To facilitate accessibility and version control, we put all content into an online brand management system.

05 Strategic alignment

With the Brand Foundation Playbook as a guide, we audit key brand communications and identify gaps in how your organization is currently communicating versus how it should with the refined direction. From this, priorities and plans are put in place, assessing resources and outlining a collaborative approach to make necessary changes. Will & Grail provides full project management, creative and production support to compliment your team.

06 Targeted engagement

Targeted engagement starts with a deeper look at the people you serve and how they interact with your brand. We work with you to research and develop personas and journey maps for key segments. Then we apply the foundation of purpose and positioning to make sure you’re delivering a consistent and compelling brand story at each stage of the journey. The result is a Targeted Engagement Strategy that drives experience development.

07 Integrated experience

Effective brand experience makes powerful connections that shape the perception of key audiences. We apply the principles of design thinking to define, research, ideate, prototype and implement measurable campaigns and programs that integrate channels, concepts and calls to action. The Brand Foundation Platform and Targeted Engagement Strategy guide experience development that it targeted and aligned with purpose and positioning.

08 Iterative advancement

Innovative brands evolve, connecting and communicating to shape perception over time. We subscribe to an iterative model of quarterly cycles for planning, implementing and measuring actions that build brand experience. We also believe in collaboration, partnering with clients to best use the expertise and resources available. And we measure the impact of brand building efforts with our proprietary research benchmark, Brand Believability®.

PEOPLE CENTERED

Your brand is perceived through the world’s point of view. To shape the direction of this we start with the people involved in your business, whether that is clients or employees they are the main focus. We work with you to understand your relationship with these segments. What has it been in the past? What is it today? What trends will influence this relationship in the future? We answer these questions by analyzing existing research, interviewing key stakeholders and field visits to see first-hand the dynamic. Results are documented and shared to use in subsequent stages of the process.

People Centered

Your brand is perceived through the world’s point of view. To shape the direction of this we start with the people involved in your business, whether that is clients or employees they are the main focus. We work with you to understand your relationship with these segments. What has it been in the past? What is it today? What trends will influence this relationship in the future? We answer these questions by analyzing existing research, interviewing key stakeholders and field visits to see first-hand the dynamic. Results are documented and shared to use in subsequent stages of the process.

Purpose Driven

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